网购环境下稀少性信息对消费者冲动购买的影响：信息框架类型和认知闭合需求的调节作用

The Influence of Scarcity Message Type on Impulse Buying Effect in Online Pice Discount Advertising： Focusing on the Moderating Effect of Message Framing and Needing for Cognitive Closure

本次研究调查了网购环境中稀少性信息对消费者冲动购买的影响。同时，验证了信息框架类型和认知闭合需求这一消费者个性特征因素对该影响的调节作用。本研究通过实证研究的方法，构建了2（稀少性信息类型：数量稀少与时间稀少）×2（信息框架类型：肯定信息与否定信息）×2（认知闭合需求：高认知闭合与低认知闭合）的实验方法对假设进行验证。

The objective of this study is to investigate the influence of scarcity message type and message framing on consumers＂ impulse buying in online price discount advertising. Furthermore, this study identify moderating role of need for cognitive closure within which the impulse buying effect of scarcity message type and message framing operates. For the experiment, 2（scarcity message type： quantity-limited message vs. time-limited message） × 2 （message framing： positive vs. negative）× 2（NCC： high vs. low） factorial design was used.